Marketing Club

CASE STUDY on
HBR Buying Funnel
Presentation By

Soumya
Vishal
Devendra
Abhisake
Swagat
Arpit
Anamika
 How interconnected should
your
Sales and Marketing teams be?
 Different Roles for
Marketing
• The marketing function takes different forms in different
companies at different product life-cycle stages—all of
which can deeply affect the relationship between Sales
and Marketing.

• The strains between Sales and Marketing fall into two

main categories: economic and cultural.

• It’s not difficult for companies to assess the quality of the

working relationship between Sales and Marketing. (This
article includes a diagnostic tool for doing so.)

• Companies can take practical steps to move the two

functions into a more productive relationship, once
they’ve established where the groups are starting from.
 Why Can’t They Just Get
Along?
Two sources of friction between Sales
and Marketing.

► economic
► cultural
 Four Types of
Relationships
► Undefined
When the relationship is undefined, Sales and Marketing have grown
independently; each is preoccupied largely with its own tasks and
agendas

Defined ►
In a defined relationship, the two groups set up processes — and
rules — to prevent disputes

► Aligned
When Sales and Marketing are aligned, clear boundaries between the two exist,
but they’re flexible

► Integrated
When Sales and Marketing are fully integrated, boundaries become
blurred. Both groups redesign the relationship to share structures, systems, and rewards.
Do We Need to Be More
Aligned?
The Buying Funnel
THANK YOU